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The Communications Process

The Communications Process. Asia-Pacific Marketing Federation Certified Professional Marketer Copyright Marketing Institute of Singapore. Organization. 1. Introduction 2. Source Factors 3. Message Factors 4. Social Factors. Introduction.

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The Communications Process

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  1. The CommunicationsProcess Asia-Pacific Marketing Federation Certified Professional Marketer Copyright Marketing Institute of Singapore

  2. Organization 1. Introduction 2. Source Factors 3. Message Factors 4. Social Factors

  3. Introduction • Communications is the flow of information from one party to another The Process • See next slide: Figure: A Communications Model

  4. A Communications Model RECEIVER NOISE SOURCE Selective Exposure Selective Perception Selective Retention Desired Receiver Response MESSAGE TRANSMISSION INTENDED MESSAGE ENCODED MESSAGE RESPONSE FEEDBACK

  5. Source Factors • The source of a message in the communication process is where the message originates • A source can be credible on: • Cognitive • Affective dimensions

  6. Cognitive Source Credibility is the extent to which the audience sees the source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information • Affective Source Credibility: • Similarity: Resemblance between source and audience • Likability: Affection for source because of physical appearance & other personal traits

  7. Asians place more importance on cognitive source credibility • The knowledge, expertise, and experience (age) of the source are important • Therefore, endorsers used tend to be well respected personalities with product knowledge who can be trusted

  8. Types of Spokespeople (a)Celebrity Pros:attention-getting; instant recognition; goodwill associated with celebrity is transferred to product Cons: expensive; risky; may detract attention from brand

  9. (b) Expert Pros:allay fears; less expensive Used when: product is technical or consumers need assurance (c) Announcer (d) Ordinary People Used when: strong audience identification with spokesperson Pros: sincerity and trustworthiness come thro’

  10. Ordinary People Testimonials • Cheaper • Consumer identification • Refreshing change • Poor acting/modeling • Asian Face

  11. Types of Models to Use • Malaysia • Must be local production • 100% Malaysian talent • Mixed-blood with pan-Asian look not encouraged • Cast must be multi-racial

  12. China • Less restrictive • Foreigner face used by MNCs • Sensitive to regional differences in build & facial features of talent

  13. Japan • Caucasian face more stylish • Especially if American celebrities • Helps to differentiate product from competition • Japanese face put in as a token

  14. Message Factors • See lecture notes on Advertising Message

  15. Social Factors • Concerns with the consumer attending, decoding and deriving meaning from, and retaining the message Message Perception • People cannot attend to all information selective exposure and attention

  16. Selective Exposure & Attention • Focus on certain stimuli, excluding others • Exposed to 1,500 to 3,000 ads per day • Ad clutter • Need to break through perceptual threshold

  17. How to increase attention: • Use communications channels that consumer favors • Use effective execution that makes the ad more vivid • How? • Color • Contrast • Novelty • Size

  18. Message Interpretation • Meanings assigned to the message are based on learned associations • Learning can be formal or informal • Based on attitude, beliefs, motives, & experiences • Interpretation to support own position • Marketing Objective: • Intended Message = Decoded Message

  19. How to achieve interpretation objective: • Involve consumer in the development of creative ideas, e.g., brainstorming sessions

  20. Message Retention • Limited memory space discard info that is of no use • Therefore, must make info useful How to lengthen retention of message: • Repeat message • Use mnemonics

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